飞信品牌竞争力分析——以xx学院为例

摘 要：在IM竞争日益激烈的今天，创立于2007年的飞信能够在QQ这一强大的对手下在不到四年的时间里夺得12.13%的市场份额理应引起我们的关注。但随着QQ微信的发力，MSN的紧追不舍，以及天翼live的崛起，飞信的改变与创新是刻不容缓的。本文通过对飞信的品牌竞争力及其影响因素展开了以淮阴师范学院为例的实证研究，找出了飞信的优势和不足，进而提出进一步提升飞信品牌竞争力的对策以及品牌忠诚度对于壮大飞信的作用，以期为飞信品牌竞争力的提升提供理论上的指导。

关 键 词：飞信  品牌竞争力 客户忠诚度

Abstract: IM in the increasingly competitive today, founded in 2007, fly to the letter in QQ powerful opponent in less than four years won 12.13% of the market should cause our attention. But with the letter with the power of the QQ, the MSN followed, and the rise of TianYi live, fly the change and innovation is believed it. This article through to fly brand competition ability of the letter and its influence factors in huaiyin normal college launched as an example of empirical research, find out the fly letter advantage and deficiency, and then put forward further enhance the competition strategy of the brand fly letter and brand loyalty and the role of the letter to fly, fly to believe the promotion of competitive power brand provide a theoretical guidance.

Keywords:,fetion, brand competitiveness customer loyalty Persistency

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